Afeefah Moazzam

The Impact of CSR Initiatives on Brand Equity with the Mediating Impact of Brand Image. This research is being conducted to find the impact of Corporate Social Responsibility (CSR) initiatives on brand equity in a Pakistani context and explore the mediating role of brand image in their relationship. With the consumers evaluating more than a company’s brand, a great focus is being put onto the Corporate Social Responsibility (CSR) initiatives of a company. Consumers have grown into evaluating more than a company’s products and services, which makes it important for companies to keep them in consideration when developing strategic plans in order to obtain sizable returns and a greater competitive advantage. This research aims to expand the body of knowledge on corporate social responsibility. The significance of this study shows that in today’s informed era, with a better understanding of the multidimensional catalytic role of CSR in transforming brand image and brand equity, organizations can evaluate investments in CSR activities for raising equity of their organizations. They can also build their brand image around it by communicating the moral values of a company, eventually transforming it into equity (monetary value). The study will help in not only identifying the impact of CSR initiatives but also help companies focus on these, when developing new strategies in order to obtain greater equity.

The provided text contains minimal information, identifying Afeefah Moazzam as an MBA student or graduate with a focus on marketing. It lists her as a group member in a project supervised by Dr. Atif Bilal, alongside three other students.

["Marketing", "MBA", "Group Work"]